In the past six months, the cross-border e-commerce circle has been shocked by waves of thunder.
It is no longer uncommon for Amazon stores to be blocked, and no matter large or small sellers are not immune. The rumor that the "Four Young Masters of South China and the Five Tigers of Sakata" had their own protective umbrellas was self-defeating. Currently, the big sellers that have been blocked include Mpow, VicTsing, Austor, TopElek, Atmoko, TaoTronics, RAVPower, Apeman, Homfa, etc., and tens of thousands of small sellers have been affected.
The house leaked and it rained all night. Recently, a new incident has occurred: 14,000 US trademarks of a company in Shenzhen have been forcibly revoked! The closure of the store is a fatal injury. Trademark revocation will also have a big impact on sellers. If trademark issues are involved, the brand function will be greatly affected. It also involves the risk of infringement. In serious cases, it may even need to be invalidated.
In the past six months, there have been waves of ups and downs. What happened to the cross-border e-commerce circle?
Everything must start from the business root of traffic. Everyone actively reviews orders, registers trademarks, and obtains high-quality reviews and ratings. In short, they endorse the store in various forms and gain more customer traffic.
Requesting reviews on cards on JD.com and Taobao has long been a routine operation in China, but abroad, this even falls into the category of fake reviews. Once classified into this scope, Amazon will be overwhelmed by foreign public opinion, and its market value and corporate image will also be greatly affected. For this reason, Amazon’s review policy will only become more and more strict. Sellers must abandon black hat tactics if they want to survive. As a result, it will be more difficult to obtain platform traffic.
The traffic is unsustainable and the survival of sellers is unpredictable. Are cross-border e-commerce merchants really desperate?
There is no need to badmouth the industry. The difficulties of these sellers are mainly due to the difficulties of the Amazon e-commerce platform. If you can escape and find another way out, you will naturally no longer be trapped by platform traffic.
At this point, we have to mention the current top seller in the cross-border industry - SHEIN. It is rumored in the industry that SHEIN’s valuation is conservatively estimated to be in the tens of millions, making it an unquestionable industry leader. SHEIN’s success can be summarized in the industry as having four major moats, namely:The owned audience pool built by independent websites and APPs with hundreds of millions of users, the Tik Tok e-commerce ecosystem, the smart supply chain, and the fast fashion brands that occupy the minds of consumers。
For many small businesses in the industry, big projects such as smart supply chain and developing their own APP may be relatively far away, but the owned audience pool, Tik Tok e-commerce ecosystem and top-level design of the brand can be started now. This is another cross-border road for sellers to get rid of the traffic difficulties of e-commerce platforms and has the successful experience of previous generations.
How to get started? Regardless of size, brand size, or product type, social marketing + owned audience has become a standard configuration：
When building an independent website or developing an APP, it is necessary to integrate it with the design of social media;
Building Tik Tok e-commerce is naturally inseparable from the short video social ecosystem of Tik Tok (foreign version of Douyin);
The marketing design of brand global expansion is naturally inseparable from the in-depth cultivation of users. For this, social media is undoubtedly the best carrier, bar none.
In the era of social media, in a country with natural owned channel soil, global expansion of owned channel social marketing is at the right time. Utilize the successful experience of domestic WeChatowned channel social networking and combine it with social customer relationship management systems (such asWhatsApp SCRM, Facebook SCRM, etc.) + global expansion methodology, companies can build a traffic self-circulation system.
This is what SocialEpoch has been doing, and based on this, weIt has created a product system from diversion to conversion to repurchase to fission, and combined with the global expansion methodology of SocialEpoch Academy, it has contributed to the establishment of its own commercial moat., helping enterprises in the social era achieve a flywheel of growth.
